Connect with FOLIO:
      

ADVERTISEMENT



2007 Budget Priorities



By Bill Mickey
08/31/2006

In part three of Folio:'s ongoing series on budgeting trends for 2007, we take a look at staffing. Interestingly, based on an admittedly select and micro view of the industry, certain market pressures and trends are revealing where publishers are focusing their hiring priorities. In this case, online development and revenue generation.

A cross-section of b-to-b and consumer publishers for this report all said they expect to ramp up their online business development and will hire accordingly (good news for staffs bearing the burden in print and online). As publishers expand their online businesses, they will either add more sales staff or train existing staff on integrated sales techniques.

Robin Ashton
President and Publisher
Gill Ashton Publishing

On hiring categories:
"We plan no full-time hiring in 2007. We may hire a part-time salesperson to help with electronic and other ancillary sales."

On how this reflects on overall strategy:
"We are putting more sales emphasis on electronic products. We think the more targeted sales effort could increase revenue 50-100 percent."

On how hiring has changed:
"Our staff levels are not that different from five years ago. We did have a slight increase in editorial staffing in the 2002-2005 period, but have dropped back through attrition as folios have gotten smaller. We've filled in for new projects, such as our e-mail newsletter, through part-time and freelance help."

On skill sets:
"We look for more experienced freelance help. And we hire summer interns from Northwestern's Medill School or other local sources to help with special summer projects."

On creating new positions or expanding existing roles:
"Since we are a small entrepreneurial operation, everyone pitches in where they are needed. The chief editor/associate publisher writes the media kit and promotions, the publisher, a former editor, writes editorial copy. We have one person who coordinates ad production, runs meetings, and oversees our Web sites and directories. That doesn't mean that when we hire, we don't hire editors to be editors and salespeople to sell. But we do look for wider skill sets."

Ted Costantino
Vice President, Editorial and Production
Inside Communications

On hiring categories:
"Internet content, Internet advertising sales, book editing and production."

On how this reflects on overall strategy:
"Our VeloNews.com Web site is 12 years old and yet we continue to see significant growth in traffic and advertising revenue. We're steadily adding more features to all of our Web sites, especially in streaming video, and have been rewarded with increases in viewership and revenue. So the Web is a priority for us. "Our magazines enjoyed some revenue growth this year and we expect modest increases in 2007, but we do not anticipate hiring additional personnel to manage the growth. Our book division has grown significantly and we have been expanding its scope. We project book revenue to increase by 40 percent in the next 36 months. I think, though, that our book growth is uncommon, and it is due to our taking advantage of existing opportunities that we have neglected, rather than indicative of a general trend in the industry."

On how hiring has changed:
"Staffing levels have grown modestly in most areas. Internet and book divisions have seen the most growth while marketing and events have shrunk. Design and production staffing has also shrunk slightly as new software has enabled us to become more efficient. We're also finding more good talent in the freelance pool these days, which has helped us keep staffing levels affordable."

On skill sets:
"I think the skills you need in publishing;including Web sites;are constant. We're primarily a news organization, and while the way we publish the news has changed somewhat, the basic skills of the people we hire have not changed all that much. We need people with sharp minds, personal integrity, and the will to succeed, and I'd bet that a publisher would have answered the question the same way 50 years ago." On creating new positions or expanding existing roles: "In most cases we are creating specific positions. Everyone here has a full plate every day, and adding responsibilities is difficult."

Harry Urban
Vice President, Publishing Director
Interiors Group Vance Publishing

On hiring categories:
"We're expanding our digital category."

On how this reflects on overall strategy:
"Our strategy at Vance is to increase our digital wherewithal going forward. We're probably moving somewhere from six to ten percent [of revenue contribution] for our group."

On how hiring has changed:
"Right now, when we bring in editorial, I don't even look at a new editorial person in the way I used to. They, for the most part, have to come in with excellent Web skills or electronic skills."

Robert Ingraham
Executive Vice President, Beauty
and Travel Groups Questex Media Group

On hiring categories:
"Revenue generating positions."

On how this reflects on overall strategy:
"Reduce costs, grow revenue."

On how hiring has changed: "Sales up, production down."

On creating new positions or expanding existing roles:
"Everyone needs to broaden responsibilities, work harder, do more."

Adam Bly
Founder
Seed Media Group

On hiring categories:
"Technology/digital, marketing, content, ad sales."

On how hiring has changed:
"We have tripled our staff. Greatest growth is in technology, content and sales."

On skill sets:
"We're deepening our management team to meet our accelerated growth, and prioritizing digital fluency and experience."

On creating new positions or expanding existing roles:
"We've reconfigured our content departments into one integrated development group to be multi-platform from the onset. We are also creating new departments such as Corporate Development and Technology to reflect our strategy."

By Bill Mickey
08/31/2006







RECENTLY in M and A and Finance dots icon
MOST READ on FOLIO: dots icon


CONNECT WITH FOLIO: NOW
         



Find What You Need dots icon

Folio: Marletplace

Seach top vendors, suppliers, service providers & more

Browse & Search the Full Directory Now


CAREER CENTER dots icon

UPCOMING WEBINARS



RECENT WEBINARS